So in other words, Apple is said to be working on the software to then partner with a carmaker to implement it. This seems out of line with Apple’s feverish desire to control both hardware and software in its existing products.

Recode reminds us previous Apple projects where it partnered with companies have not resulted in huge successes, specifically naming Mac OS licensing, the Moto Rockr and the iPod by HP.

Automakers are investing heavily to create their own self-driving software and it’ll be a tough sell for Apple to try to convince one to use their technology instead.

Recode says “Apple has talked to many, many auto companies, focusing most heavily on luxury carmakers with whom it sees itself as having a more natural affinity. But few automakers are willing to relinquish their brand and become the Foxconn of cars.”